In an era where young people are constantly glued to their screens, navigating the digital world with ease, it seems they’re drifting away from one of the previous generations’ most coveted milestones: car ownership. According to Google, the automotive industry, particularly car dealers, must increase its efforts to woo this demographic back. During a recent eye-opening session at the Car Dealer Live conference, Google’s Mohammad Mubashir Lone shed light on this growing concern, urging car dealerships to forge stronger emotional connections with younger consumers.
The Digital Dealership Revolution
The Emotional Roadblock
Gone are the days when the mere thought of owning a car sparked dreams of freedom and adventure among the youth. Lone pointed out that today’s messaging fails to ignite that spark, with many young people missing out on the emotional allure that cars once offered. Remember the excitement and sense of independence that came with your first car? Well, it seems that flame is flickering out for the next generation.
Lone’s observations aren’t baseless. Recent studies by Google across Europe echo his concerns, revealing that 54% of 18 to 24-year-olds are considering a life sans car, leaning instead towards public transport or other mobility solutions. This shift isn’t just about changing preferences; it’s a loud wake-up call to the industry.
Why the Shift?
So, what’s driving this trend? It’s not just about cars suddenly becoming less cool. The root causes are more complex, intertwined with economic factors, soaring insurance costs, and an evolving lifestyle prioritising digital connectivity over physical mobility. Add to that the growing environmental consciousness among younger people, and you’ve got a generation questioning the necessity of personal car ownership.
Many young people see public transportation, biking, car-sharing, and walking as more sustainable choices and as more practical and cost-effective alternatives to the traditional car-centric lifestyle. This evolving mindset presents both a challenge and an opportunity for car dealerships to rethink how to appeal to and engage with a generation that prioritises sustainability and environmental responsibility.
The Digital Dealership Revolution
It’s clear that if car dealerships want to reignite the love affair between young people and cars, they need to shift gears and embrace the digital landscape where this generation thrives. This means not just selling a vehicle but selling an experience, a lifestyle, and, most importantly, a connection.
Google’s call to action emphasises the need for dealerships to harness social media and other digital platforms to showcase what cars offer beyond mere transportation—freedom, adventure, and a canvas for creating memories. This digital strategy should include innovative tools like Google’s new vehicle search advertising, offering a seamless, engaging online car shopping experience. Want to learn more about Google’s new vehicle search? Click here to check it out.
Social Media: The New Showroom Floor
Engaging younger buyers means speaking their language and showing up where they spend most of their time: on social media. From Instagram stories showcasing the adventure that awaits behind the wheel to TikTok videos highlighting the latest eco-friendly models, social media offers a vast, untapped platform for dealerships to connect with potential young buyers on an emotional level. For more on leveraging these platforms, don’t miss our deep dive into maximising social media for car dealerships.
Marsh Finance: Your Partner in the Digital Age
Thinking about how to keep up with car sales in a world where young folks seem less interested in owning a car? Let’s tackle this together. Marsh Finance has been around for over 50 years, helping car dealers like you through thick and thin. We’re more than just a finance company; we’re your partner in figuring out this new landscape. With our free sales, operational, and compliance advice, we’re here to chat, support, and help you grow. Let’s connect, make a plan, and bring the excitement back to car buying for the younger crowd. Click here to team up with Marsh Finance and give your dealership a fresh start.
Representative Example
Rates from 12.9%
Representative example: borrowing £10,000 over 60 Months with a representative of 23.0% APR, an annual interest rate of 23.0% (fixed) and a deposit of £0.00, the amount payable would be 59 repayments of £269.58 per month, with one final repayment of £279.58 (which includes the option to purchase fee of £10.00), with a total cost of credit of £6,184.80 and a total amount payable of £16,184.80. Marsh Finance Limited are a lender, not a broker.
Marsh Finance Limited are a lender, not a broker.
This is for illustrative purposes only and is not a quote or an offer of finance.